Ai Media Released a Study on the Trend of E-cigarettes: China's Strong Export Technology of E-cigarettes Leads the World

According to the study of the report, according to the general standards of the international market, Electronic Cigarette products are generally divided into two main directions: atomized electronic cigarette and HNB (heating without combustion). However, China's definition of e-cigarettes mainly includes atomized e-cigarettes and solid e-cigarettes. Tobacco products, such as heated cigarettes, which are directly processed and manufactured from tobacco, are included in cigarette management, and are not e-cigarettes. Major countries and regions around the world, Europe, America, Japan and South Korea have issued clear policy guidance and regulatory measures for electronic cigarettes.

In terms of market size, the retail size of the global atomized electronic cigarette industry will grow at a compound growth rate of 18.6% from 2018 to 2021, and the retail size will reach US $42.44 billion in 2022. The retail size of the global HNB industry is expected to grow at a compound growth rate of 58.4% in 2018-2021, and the retail size is expected to reach 31.37 billion US dollars in 2022.

The support and development stage of HNB products vary from country to country. The most mature country is Japan, and 30% of smokers have completed the transformation to HNB products. Tobacco giant Philip Morris International officially announced that it would stop selling paper cigarettes in Japan within 10 years. By the end of 2020, the total number of global IQOS users (Phimo International HNB brand) is about 17.6 million, of which 12.7 million users have completely changed to IQOS and successfully quit smoking.

Traditional tobacco consumption generally has the need to quit smoking, and harm reduction is the core demand of tobacco evolution

The report shows that more than 90% of Chinese traditional tobacco consumers have the idea of quitting smoking, 77.9% have tried it, and only 23.8% have successfully quit smoking.

According to the survey data, more than 70% of Chinese cigarette consumers understand and are interested in electronic cigarettes. Consumers are most interested in the auxiliary effect of electronic cigarettes on smoking cessation (74.6%). 83.0% of Chinese E-Cigarette consumers believe that e-cigarettes can help reduce cigarette dependence.

However, the research report also pointed out that consumers have a relatively unified understanding of the positive effects of e-cigarettes in replacing cigarettes or reducing cigarette dependence. However, there are still large differences in the harmfulness of e-cigarettes. Nearly half of consumers believe that the harmfulness of e-cigarettes may be the same or higher than that of cigarettes, which is related to the nonstandard development of the domestic e-cigarettes industry. With the release of national standards and the gradual strengthening of supervision, the standards and recognition of electronic cigarette products will be unified.

China's export of electronic cigarettes is leading the world with strong technology

According to the data, the market size of China's electronic cigarette industry continues to grow, with the domestic market size of 14.50 billion yuan in 2021. It is estimated that the growth rate in 2022 will be 76.0%, and the market size will reach 25.52 billion yuan. However, the export market of China's electronic cigarette industry is huge. In 2021, the export volume will reach 101.5 billion yuan. It is estimated that the growth rate in 2022 will be 63.4%, and the market size will reach 165.88 billion yuan. By 2021, Chinese enterprises accounted for more than 95% of the global electronic atomization capacity and sold to more than 200 countries and regions.

According to the IMS model, the potential market size of China's e-cigarette segment is estimated. With the gradual improvement of the policy's supervision of the e-cigarette market, the penetration rate of China's solid e-cigarettes is expected to reach 3% - 5% in 2025 (the HNB penetration rate will reach 15% - 25%, of which the solid e-cigarettes will account for about 20%), the potential market size will be about 53.1 billion yuan - 88.5 billion yuan, the penetration rate of atomized e-cigarettes will reach 4% - 8%, and the potential market size will be about 39.6 billion yuan - 7.92 billion yuan.

The study also shows that China has an advantage in the global electronic cigarette industry, and the manufacturing in China promotes the development of the industry through technological innovation.

The standardization of China's electronic cigarette industry needs to be improved. The trend of legalization and standardization

Domestic existing e-cigarette enterprises are mainly small and medium-sized workshops. There are blind spots in the supervision of production and operation, which can not guarantee the experience of smokers, and its impact on the environment and health cannot be assessed.

Since 2021, China has successively issued and improved the relevant national standards and management methods of e-cigarettes, made it clear that e-cigarettes belong to the tobacco monopoly bureau, defined e-cigarettes as new tobacco products, and clarified the classification of atomized e-cigarettes and solid e-cigarettes, so as to promote the production and operation of e-cigarettes industry to become more standardized.

Analysts from AIMedia Consulting believe that the new regulations will greatly improve the chaotic state of hundreds of brands in the domestic electronic cigarette market, and promote the steady and orderly development of leading enterprises with R&D strength and technological innovation.